Few things in American life have felt just as imprisoned in the amber of history as Cracker Barrel restaurants, with their recipe of comfort food served in cozy boundaries that evoke a bygone era. It is no wonder that Americans are routinely waiting an hour to get a table after the church, or to welcome a distraction from the road trip when they see the classic logo on a highway board.
Now the marketing team of Cracker-Jack WHIZ-KID at the Corprate head office of the iconic eatery has decided to refrain all this, including possible, based on the public response to their changes, the long lines.
Cracker Barrel reveals new simplified logo: ‘Our story has not changed’
This may not be every way at work, as we have seen with so many brands such as Target and Bud Light, but it is something similar lifeless and cold.
The first object of indignation for fans of Cracker Barrel was a change in the design of the logo that has long been very high along our national highways, almost as normal as miles markings. It shows an old man who is sitting next to a barrel, probably discussed about agricultural equipment or the lack of rain.
That was the deal for the tired traveler. Come in, keep for an enchantment. There are rocking chairs and we pour grief over everything for you.
A Cracker Vat Old Country Store in Victorville, California, adjacent to Interstate 15, is displayed with its characteristic rocking chairs outside, 11 February 2020. (Istock)
The new antiseptic logo, although it keeps a similar font, is a cold C and B. It can be the company logo for almost every product that you can imagine. It is indistinguishable from a logo that your cousin could make for his sanitary company using AI.
One thing we can say is that this cold, business signage represents the truth in advertisements when you see what the Wunderkinds in the Cracker Barrel C Suite have in mind for the interior of the once charming restaurants.
Instead of feeling an old -fashioned house, the new design has white walls, bright lights, modern decor and seems more like a place for ladies who have lunch than families or truck drivers.
This is the reason why the stir in Cracker Barrel feels like weakness. It feels like this very authentic place is being converted into a cookie-cutter version of every other chain restaurant. And what is weakness ultimately, but a demand for uniformity?
Cracker Barrel Old Country Store Jose Olives serves guests during the Special Guest Preview on Friday 2 February 2018 in Victorville, Calif. (Eric Reed/AP images for Cracker Barrel Old Country Store)
There is no spark of life in harminess. This is why the raised singing aroused at the same time and repeated each other as brainless drones, not individuals, but inseparable from the cause, the Bijenkorf. Likewise there is no life in this clear, white reinvest of Cracker Vat.
The pace of change in American life is hectic on almost every front. There are fewer and fewer things that we can enjoy exactly as we did 30 or even 15 years ago. It seems that we wake up every day for a world that we recognize less.
It is possible that the Cracker Barrel brand is struggling. In my journeys I visited a few and after breakfast I can’t say they tend to be packaged. But a rebrand does not have to delete the core of what customers like about a place.
The music of Cracker Vat has always been a vague but powerful hum, interrupted by the cry of a baby, or an attack of laughter from a dark angle; It is just as predictable and soothing as a Norman Rockwell painting, a solid, unchanging experience.
I have no doubt that these changes in Cracker VAT were focused and tested product, they were examined and perhaps even AI assistance. But just like true for so many pollsters and politicians, they see the signal, but they don’t hear the music.
The music of Cracker Vat has always been a vague but powerful hum, interrupted by the cry of a baby, or an attack of laughter from a dark angle; It is just as predictable and soothing as a Norman Rockwell painting, a solid, unchanging experience.
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But no more.
Cracker Barrel may not have woken up in the same way as Bud Light did with Trans -Spaken model Dylan Mulvany, or Targeting with his trans -outfits for toddlers, but their new branding has the aesthetics of Wokess.
This is an aesthetics that traditional Americana knew, who is trying to destroy it, especially when it is rooted in white experience, and to turn it into a business break that says nothing of our history and culture.
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Hopefully it is not too late for the leaders of Cracker Barrel to inhibit this wild unpopular choice, and there is still a chance to stay what people want and cherish.
Because another thing that tends to cut us off our past, tell us that it was never good anyway.
If this is not something that Cracker Barrels -Execs can do, there may be one last hope for updating an iconic America logo: replace the old man next to the barrel by Sydney Sweeney. It can just work.
Click here to Van David Marcus
